30/10/2024
If your personal brand isn't centered in one of three categories, it's hard for people to place you and if they can't place you, they can't trust you.
And here's the thing, which of the three you're in doesn't actually matter. They aren't better or worse - they are just different and you can create a whole heap of success whichever you align with right now most right now and are likely to shift and evolve over time.
Category One is The Experimenter - They thrive through relatability.
This is for those who are stepping into a new world. You may be fresh to an industry starting at ground zero OR a seasoned expert stepping into a new modality.
Instead of trying to pretend you're more experienced, know everything and hope you can fake it hard enough to pass you can instead capitalise on your journey.
Take off the mask and bring your audience along for the ride. Share the things you're learning and experiencing, the things you tried that didn't go to plan and the great results you get along the way.
It's raw and real, your audience grows alongside you creating massive affinity and most of all you won't be amplifying your imposter syndrome
Category Two is The Everyday - They win with reliability
I get it - you've been told that only being the best of the best, high ticket mega star is the way to succeed. The truth is anyone who tells you that there is only one way is a one trick pony who lacks competence OR is lying to you to get the sale.
Take a look around you at the real world. You're not surrounded by supercars every time you blast up the motorway and Waitrose isn't the only supermarket that can get customers.
Being the everyday kind doesn't mean that you never charge high ticket prices - what it means is you don't centre your brand around a pretense of luxury and instead focus on being straightforward, honest and a fair deal. High trust and high value is the name of the game and your content should reflect that.
You know what you're doing and you get the job done.
Category Three is The Expert - They excel through renown
You'll have to forgive me for seeming to bash expert status. It's not that it's a bad thing, simply that the other two options have their own big advantages.
The beauty of expert positioning is that it creates a snowball effect by amplifying your reach to more and more audiences.
Ideally, it means your insights and impact have created recognition and you're the person others actively want to showcase to their audience through podcasts, speaking gigs, guest webinars etc.
Sometimes those opportunities are bought - let's not knock those who back themselves financially to create their own opportunities.
(I will however give a dash of side-eye to the hosts who'll take anyone's money regardless of quality).
Either way, getting seen and known as the go-to person who always has the right answers is the defining feature of the expert.
Each of the three have their own advantages. The question is - which one is right for you right now?
